… AND WHY BUY ETHICAL CLOTHING FROM I AM ME

In this interview with Rupert Clifford-Brown, we learn about the founder’s story as well as what motivated him to create I AM ME…

Q1. Please share a little more about your younger years. How did you stand out from an early stage?

After experiencing learning issues - when I was about seven years old - it was confirmed that I am dyslexic.

Although I knew what I wanted to say and what I wanted to think - by virtue of my dyslexia - I would get frustrated because I couldn't do what I wanted to do.

When you're labelled with dyslexia, you're labelled with something - you come into a category - if that makes sense?

Q2: So how did that change things?

My parents found the money to send me to a boarding school that specialises in dyslexia. From day one I didn't want to be there. Unfortunately, though, that made me vulnerable and I was bullied. I just wanted to be at home and I didn't mind being dyslexic.

Dyslexia isn’t just a struggle to read or write: I look at things differently and I'm very analytical. My mind over-works, but it doesn't always work in the ‘right’ direction.

Ultimately, though, I see dyslexia as a gift. It has given me the ability to look at things and think of things differently and come up with ideas.

Q3: Moving on, how did COVID impact you?

Throughout the pandemic I really noticed people become more nervous, more worried, more uncertain, more insular. People from all walks of life realised that they are vulnerable. It was something that we all collectively experienced, regardless of age or gender, ethnicity or status.

How I AM ME came to me was that I wanted to channel that vulnerability for good. To an extent, everybody is equal: we all live on this planet. Vulnerability connected us.

Q4: Where did that feed into I AM ME?

The idea behind the brand is that - when I'm at home with my kids, I might say something silly and make fun of myself but ultimately, I’m happy to be me - I’m here being vulnerable and being myself and celebrating that.

So this is for people to get behind themselves again. I'm not Elon Musk. I'm also not you. I'm just me. I do things to the best of my own ability. I am all the things I know I can do - and then some.

I AM ME is about loving yourself and being proud to be yourself.

Q5: Can you tell us how to start an ethical clothing brand? How did the initial idea turn into the brand?

I’m not sure I know exactly how to start an ethical clothing brand! I started scribbling designs and ideas and thought: if I can be true to myself, other people can too. Whether you want to get off the couch and get fit or you want to start walking or you want to just have a bit of chipper in your day.

Lucky timing meant that I bumped into a friend who knew somebody in the industry who ultimately introduced me to Steph [Stephanie Hayes, our Creative Director]. Steph's been in the industry all her life. From there, we’ve built a really tight-knit group of people that bought into the principle of the brand.

So we made some clothing that drives that common theme: you’re unique and special but there shouldn't be any divide. By virtue, you're wearing the garments we've taken great time and pride in, making sure that they're brilliant.

That's ultimately what I want to achieve. I don’t know if ‘community’ is right or an ‘uprising’ or whatever the word might be.

Q6: Tell us more about Arnold Schwarzenegger!

I was really lucky to see Arnold Schwarzenegger speak recently. He quoted a statistic that, in the US, something like 80% of people can't stand their jobs and only something like two or three percent of individuals have an entrepreneurial spirit to go out and try.

Fail hard and go forward. Why I reference that is because he said: if you fall over and you fail, you only fall to the floor. You pick yourself up and you get going again. I think I've been very lucky through my dyslexia that I've had that tenacity to try. Life teaches us resilience, humility and perseverance.

Q7. Back to I AM ME - what is the importance of charity support?

From the beginning, I felt it was essential to our brand’s identity to give back. We donate a percentage of sales to Made by Dyslexia and we also support Mind.

With I AM ME, people can buy into the thoughts and feelings of the brand. For every person that bought a garment or came across I AM ME, I bet you they'd find a vulnerable moment in their mind. But also a moment where they were brave and did something to celebrate themselves.

Whether it’s: I'm gonna wear these leggings and hit the gym today or I'm going to put this hoodie on and get out in the elements and walk the dog - whatever made a difference, for five minutes, that's what I hope people will get behind.

Q8: How is I AM ME going, so far?

It’s early days - this was just scribbles in a notebook 18 months ago! I'd love to create a long-standing company that does well for the people around it and gives back.

So you might wonder: why buy ethical clothing from I AM ME? Basically, I want to encourage positivity. I want more people to feel confident - even if they don't buy the garments, even if they just follow the community that comes from it.

So far, everyone likes the meaning and ethos behind I AM ME and that's what I really love.

Q9: What does the future hold? Do you think that there'll be other elements to the brand?

We’ll be looking at lifestyle products that have a synergy with our clothing and potentially link up with other brands that compliment our journey and ethos.

Ultimately, if people are confident and connected while wearing our garments and supporting the ethos of the brand then we’ve made a difference.

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